从顺应性理论看商标的翻译

文章从一个全新的视角即语用学的顺应性理论探讨商标翻译,认为在商标的翻译过程中,译者应突出商品性能,顺应商标的表义功能;注意选词用字,顺应不同政治制度;注意控制字数,顺应不同审美习惯;注意文化差异,顺应不同消费者需求;促成积极联想,顺应消费者心理,等等,从而为顺应性理论应用到其他翻译领域作了有益的尝试.

Theory of Adaptation and the Translation of Trade Mark

This paper discusses the translation of trade mark from a new perspective, that is, the theory of adaptation. In the course of translation, the translator should highlight the property of the products to adapt to the meaning-showing function of trade mark, choose the words carefully to adapt to different political systems, control the number of words to adapt to different aesthetic standards, take note of cultural differences to adapt to the different needs of different customers, promote positive associations to adapt to the psychology of customers, etc. This paper is a useful attempt to apply the theory of adaptation to the other types of translation.